Your Marketing Program: Three Quick Wins

[vc_row content_placement=”top” disable_element=”yes”][vc_column][vc_single_image image=”1976″ img_size=”large” alignment=”center” style=”vc_box_border”][vc_column_text]Looking for a few quick wins for a marketing program that is not working or non-existent? Here is where I would start:

A quick plan is better than no plan at all. Some organizations that we meet with do not have an active or updated business plan. In this case, finding the time to put together some sort of quick plan is better than no plan at all. Start by putting something down on no more than one page. Then build on that.

Measure everything you are doing now. Rather than falling into the temptation of changing tactical variables, start by measuring what you are doing today. Starting from a position of knowledge allows you to better allocate your resources. Measuring can mean the difference between buying a whole new website or just changing a couple of pages to make your conversions better.

Make research an ongoing activity. Empower your frontline, customer-facing people — anyone who deals directly with customers to ask questions. “Hey, before I put you on hold for so and so, could I ask you a couple of questions…” is easily built into your business and is something that your customers will not mind. They’ll be delighted you care about their opinion. Have employees ready to share what they’re learning from your customers. Discuss it and put it in your mini-plan.

Now we’re starting a plan that is strategic, collaborative and that can evolve as you have time to flesh it out.[/vc_column_text][/vc_column][/vc_row]

New Age or Old School: People-Based Marketing

[vc_row][vc_column][vc_single_image image=”1971″ img_size=”large” alignment=”center”][vc_column_text]New Age or Old School: People-Based Marketing

I grew up in the era of Saturday morning cartoons, sugary cereals with a prize inside, and “gotta collect them all” action figure sets. So naturally, when I embarked on a marketing career, I fell in love with advertising, splashy events, and calls-to-actions.

But deep down inside, I think marketing can be so much better, more authentic, and more natural. That’s why I’m excited about people-based marketing.

Could there be a day when the people we work with, the people we work for, and the people who work for us creatively and truthfully tell the story of our products, services, and organizations so we don’t need to advertise, bribe or interrupt? Essentially, that is what people-based marketing is all about.

LinkedIn says the data proves that people-based marketing works. Companies like GoPro are killing it with their community doing most of the marketing for them.

Check out this great article by Marketing Tech to learn more about people-based marketing.[/vc_column_text][vc_column_text]Image designed by Freepik[/vc_column_text][vc_cta h2=”Ask Me how we used people-based marketing to convince people in the financial sector to come work for our client.” h2_use_theme_fonts=”yes” txt_align=”center” use_custom_fonts_h2=”true” h2_link=”||target:%20_blank|”][/vc_cta][/vc_column][/vc_row]

Snap’s Spectacles: Increase Platform Participation?

[vc_row][vc_column][vc_single_image image=”1964″ img_size=”large” alignment=”center” style=”vc_box_border”][vc_column_text]It’s fascinating to witness the ways that digital platforms look to cross over into our day-to-day, non-digital life. In late September, Snap (formerly Snapchat, now it’s just “Snap”) leaked their first wearable: The Spectacles. They’ll be releasing them over the next few months.

I’m really interested in how this will impact Snapchat usage, especially from a marketing point of view.

So far, brands have been slow to adopt Snapchat, but I think it provides a beautiful opportunity to capture culture as it happens. I love the idea of interacting with a brand in a ‘backstage pass’ kind of way, as long as the content fits and it is fun and engaging. Being “on” all the time is difficult; that’s partly why brands are inconsistent with their snap execution.

So will the Spectacles make a difference? Maybe. If my store has the demographic walking in, wearing Spectacles, then yeah, it indicates we better get on that channel, consistently publish and measure. It’ll give me a good argument to buy a few pairs for staff and start Snapping (though the thought of that seems kind of hilarious). Otherwise, it’s probably just a fun thing that was moderately cool for like 5 seconds then forgotten.

What do you think?

See the coverage on the Wall Street Journal here.
This articles covers how brands have actually adopted Snapchat.[/vc_column_text][/vc_column][/vc_row]

Check it out: Using the Moz Local Tool

[vc_row full_width=”stretch_row” bg_overlay_opacity=”.5″ css=”.vc_custom_1475536191958{background-image: url( !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” bg_overlay_color=”#633ea8″][vc_column][vc_custom_heading text=”You Should Check This Out:” font_container=”tag:h2|font_size:40|text_align:center|color:%23ffffff” google_fonts=”font_family:Permanent%20Marker%3Aregular|font_style:400%20regular%3A400%3Anormal”][vc_custom_heading text=”The Moz Local Tool” font_container=”tag:h3|font_size:30|text_align:center|color:%23ffffff” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:700%20bold%20regular%3A700%3Anormal”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Recently, I was working on improving online citations (also known as NAP, which stands for name, address, and phone number) for a client.

Based on what we discovered, I thought I would share a really neat tool by Moz that shows you how your listings show up online. Inconsistent or incorrect details hurt you from a search point of view, so getting consistency across the board is important.

Moz also references a site called Factual that strives to provide accurate local data for apps, software, tools, etc. Through that tool, we noticed that our Yellow Pages listings were inconsistent with the rest of our citations and needed to be corrected. It’s great to know that in a few easy steps, we can be sure that our NAP listings are accurate and consistent, and ensure that people can find us online.[/vc_column_text][vc_column_text]Check out the tool here.[/vc_column_text][/vc_column][/vc_row]

Salesforce+Twitter: Three Exciting Things for Marketers

[vc_row][vc_column][vc_single_image image=”1954″ img_size=”large” alignment=”center”][vc_column_text]A number of my clients use Salesforce as their CRM, so I was interested to hear that Salesforce might bid on the purchase of Twitter. Here are three things I would be excited about if a Salesforce+Twitter platform existed:

  1. Deeper prospecting. Having the ability to leverage Twitter networks and lists means we can build better prospecting lists and have a better sense of who our prospects are before that first meeting.
  2. Tracking and leveraging influencers. The people that gets follows and “likes” provide some insight on who has sway when it comes to our customer’s purchase decisions. This is a great opportunity for you to build secondary audiences that can refer you business.
  3. Data and analytics. Twitter still holds the social media crown for breaking information as it happens. This information dialed into the Salesforce ecosystem can really give sales and marketing a complete picture of each individual account. Our solutions can be better.

It’s going to be interesting to see what happens. If you haven’t been following, Twitter has a bunch of interested suitors: Google, Verizon, Microsoft, and even Disney are on the bid list.[/vc_column_text][/vc_column][/vc_row]